SOULCYCLE – THERE AND BACK AGAIN
A Story of Success, Struggle, and Revitalization
The power of marketing is incredible. Not only is it essential to every brand, it’s the foundation which drives company revenue. The old adage “nothing happens until something is sold” is 100% true, and branding is all about selling yourself, your company, service, or product.
SoulCycle is not an unknown brand. In fact, it’s one of the most iconic immersive and full-body workouts in the country. Their story of fame, success, struggles and rebirth is one I found interesting, especially when trying to understand how their branding adapted through the challenges.
Their story is one about two entrepreneurial women who capitalized on a growing demand in a small niche market. They went from a start-up to astronomical fame, being acquired by Equinox, expanding rapidly across the country, failing an attempt to go public, and losing much of what made them successful in the first place – their brand.
But, like most successful stories, failure is life’s best instructor. It teaches us valuable lessons that can help revitalize and regain what was lost. That’s exactly what SoulCycle did. It’s quite an incredible tale of success and endurance. If you’d like to read more about it, check this old article out from Vox.
If you read enough stories about successful people or businesses, they most certainly never got to the top alone. They did it with a team of people surrounding them, encouraging them and helping them reach their goal.
In this story, I believe that much of their success can be attributed not only to SoulCycle’s tenacity to win, or their eclectic, high-demand, celebrity instructor workouts, but also because of the incredible team that surrounds them.
Their agency of record, VCCP has taken the reins of their advertising, campaigns, and branding initiatives. And believe me, they’ve done one heck of a job.
As all in-person workout concepts did during the pandemic, SoulCycle struggled. But with the pandemic in the rearview mirror and with the help of VCCP, SoulCycle is back and has been doubling down on their commitment to their belief in community and people. They believe in standing behind the pursuit of pleasure, happiness, elation and connection in all its forms and they’re committed to helping people get back out in the world again. And this is where the magic happens…
VCCP and SoulCycle ideated an new campaign to inspire, motivate and push people to get back to enjoying life again.
John Shaw, International Chief Strategy Officer for VCCP says, “This campaign shows the audacity of the SoulCycle brand and their desire to shake things up. SoulCycle is on a mission to leverage its iconic brand status and incredible community to inject positive energy into the world. It was an equally combined endeavor between the SoulCycle and VCCP NY teams to bring this to life. We’re excited to see people’s reaction to this bold statement and be inspired to reclaim the fun in their lives.”
Cardboard Spaceship was honored to be the full-service video production company that worked hand-in-hand with VCCP to create an intoxicating, energetic commercial that captured the immersive experience featuring their celebrity instructors: Madison Ciccone, Brian Evans, Stacey Griffith, Trammell Logan, Catherine Moran, Karyn Nesbit, Chris Pipkin, Dani Robertson, Alba Verela, and Sam Yearsley.
Catherine Moran, SoulCycle
The commercial will run from June 21st throughout the summer in the USA and can be seen across CTV, YouTube, digital OOH and supported on social media channels.
Regardless of SoulCycle’s rocky past, they continue to pursue everything with excellence. The unapologetically calling people to get back out into the world doing what they love. How can you not be inspired by that?
SoulCycle is an immersive and intense full-body workout. The rockstar instructors guide the class—leading the pack and inspiring riders to lose themselves in the ride, the rhythm, the music and the experience. To learn more about Soul Cycle’s in-studio offerings, please visit www.soul-cycle.com and check out the new spot here.
Tribe Films is a full-service video production company based in Dallas and NYC. Our award-winning team of directors and producers currently serve some of the world’s largest agencies and have created work that can be seen with brands such as Mercedes, Apple, Canon, IBM, Walgreens, Marriott, Lexus, Audi, and American Airlines.